Dairy co-op, Tillamook, wanted to empower people to give back during the holiday season. We came up with a social activation, “Fill the Plates,” and rallied thousands of people to donate 500,000 meals through No Kid Hungry. A tweet with the empty-plate emoji was all it took to help. Hint: video password rhymes with 'feedthesquids'

A bunch of kindhearted celebrities joined in to donate, pro bono. William Shatner, a.k.a. Captain Kirk, tweeted not once, but four times, which ultimately helped us reach 26 million earned impressions.